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Sample Essay on Market Brief for Florida’s Cruise Industry

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Sample Essay on Market Brief for Florida’s Cruise Industry

According to Braun, Xander and White (2002), Cruise industry is very important in the present and future prosperity of the economy of the Florida state. Florida is a well known state for the U.S. cruise industry. It has the best three ports for cruises across the world, including Port Everglades, Port Canaveral and Port Miami (Braun, Xander & White, 2002). However, the country is in a threat to lose this economically positive position with a prospective to organize the gradually large assets in the industry to other marketplaces. According to Braun, Xander and White (2002), the Cruise Line International Association (CLIA) keep on citing the industry as the quickest developing sector of the travel business that builds a better opportunity for the industrial growth. Because only 24% of the U.S. adults have taken the vacation of Cruise, there is an enormous market (Braun, Xander & White, 2002).

Dominant Markets

            Caribbean, Bahamas and the Mediterranean are the established markets presently dictating the cruise industry. The two markets account for over 50% of all “bed days”. The passage bed days are defines as the days that the entire berths were engaged throughout the year. Caribbean is a long established marketplace, which has continuous growth over the years and is open to the entire ports on the East and the Gulf of the U.S. as well as the upcoming South American ports. Growth in this market has continued to provide opportunities and challenges as Caribbean and home ports have increase in size of cruise vessels and strategies to manage increasing levels of vessel traffic.

            There has been an enormous development in the Mediterranean market with a significant growth, especially when passengers start to look for different experience than that offered by the Caribbean. The marketplace has special demand as the leader ports are thought to be see destinations, like Spain, Barcelona, Italy or Venice. It is also advantageous for the ships to board and debark at several places within the region permitting them to draw new customers from an extensive market. Europe has port calls in the Mediterranean, black sea, Baltic, and Atlantic Isles that makes its 250 ports to be visited by the cruise ships. They offer tourists different marine alternatives as well as attracting other customers from the port towns.

Emerging Markets

            As the Mediterranean and the Caribbean markets currently dominate the global cruise industry, significant opportunities for growth have been identified in some of the emerging economies of the world, especially Brazil and China. China has more than 300 million middle-class citizens, whereby most of them dwelling at the coastal cities. Because of this, it has become the largest spending nation on global tourism opening huge sources of markets for the cruise industry. On the other hand, from 2005 to 2012, Brazil emerged with a climb from position 29 in spending in global tourism to position 12.

            The size of the market and the increase in disposable personal income offers the cruise lines with new markets, whereby many of the markets are currently under exploration with the use of smaller vessels to develop business and justify investments in infrastructure vital in the accommodation of newer vessels. Additionally, there is an increasing growth tears home-porting cruise vessels in the Latin America, a trend to impact the volume of the Caribbean cruise from the ports of Florida. Amongst the most successful ports with a significant potential for growth is the Panama port. This is because majority of the South Americans, especially the Brazilians encounter difficulties while securing the U.S. visas to cruise from Florida ports, thereby opting to cruise from Panama. This makes the cruise industry executives to identify greater potential to ship from Panama. This Canal presents opportunities to reposition cruise ships. Journeys from Panama comprise of several inner ports in Cuba and South America as well as the conventional ports in Caribbean.

Cruise Lines

            Several companies participate in Florida’s cruse line industry including;

Carnival Corporation

            This is a public company and the largest cruise ship operator in the world. Its brands control 47% of the entire international cruise market. It has its head quarters in Miami and Southampton (England) controlling 200,000 lower berths on combined fleet of more than 100 vessels. The company has at least 10 additional cruise ships on order through 2018. It has also partnered with other corporations to increase its operational efficiency (Alvarenga, 2013).

Royal Caribbean Cruises Ltd

            According to Alvarenga (2013), this is the second largest cruise ship operator and public held corporation. The Miami-based RCCL has five of them including; Celebrity Cruises, Royal Caribbean International, Azamara Club Cruises, and CDF Crosieres de France. These companies operate more than 40 vessels with a combined capacity of over 85,000 lower berths, controlling approximately 17% of the world cruise market.

Norwegian Cruise Line

This is a publicly traded company with its headquarters in the unintergrated Miami-dade country. It is the third largest cruise line operator in the world controlling over 30,000 lower berths and representing an average of 8% of the worldwide cruiser market (Alvarenga, 2013).

Cruise Associations

American Society of Travel Agencies (ASTA)

This is the largest association in travel professional. There are 25,000 members, including voyage agents and the organizations whose merchandize include; cruises, travels, car hire and hotels. They are the leaders as travel agents in the travel industry (Depcinski, 2013).

Cruise Lines International Association (CLIA)

This is an alliance representing the shipping lines for members to the voyage community. It persists on supporting people in location of agencies involved in mounting their cruse dealing.

Exclusive Collection

This is an association of vessels of fineness and somewhat a diminutive out of the common. Each line has its own particular character and styles, tastes and preferences. Their common objective is a pledge to outstanding heights esteemed by most discriminating travelers.

Florida Caribbean Cruise Association (FCCA)

            This signifies 11 lines of members with approximately 100 ships in Caribbean, Florida and Mexico. Its authorization is to offer a dialogue for policy making, security at the port and development of tourism.

Great Lakes Cruising Coalition (GLCC)

This association is committed to support world-class passage ship cruising on great lakes. It is combined American-Canadian joint venture involving great lakes cities, ports and places. It is attentive on the quality of the facilities at the port.

International Council of Cruise Lines (ICCL)

This aims at participating in dogmatic and strategy development course to endorse its plans that promote a safe and secure environment for cruise ships.

National Association of Commissioned Travel Agent (NACTA)

This organization represents a sovereign contractor by external sales agents, tour agents and cluster-oriented voyage experts to offer services to such experts.

Niche Cruising Market Alliance (NCMA)

This is novel association and aims at mounting responsiveness in the agent society about the notion of small ships. A niche cruise is a cruise that makes a client to look for difference experience.

The World Ship Society

After its founding by a small group of dedicated ship enthusiasts in 1946, the society has grown to be the biggest and most prestigious across the world dedicated to maritime and naval history (Depcinski, 2013).

Cruising Magazine

 Cruising magazine is available periodically as an official periodical of the Florida-Caribbean Cruise Association (FCCA). This helps in educating people about the interior workings of the shipping industry. It has an allocation of over 18,000 periodicals in the Internet and express mails. It offers advertising and calculated departments for planning of core cruise lines and executives in Latin America and Caribbean with information (Lang, 2014).

















Alvarenga, G. (2013). Reading between the Lines: Searching for Epistemologies of Healing. Nineteen sixty nine: an ethnic studies journal, 2(1).

Braun, B. M., Xander, J. A., & White, K. R. (2002). The impact of the cruise industry on a region’s economy: a case study of Port Canaveral, Florida. Tourism Economics, 8(3), 281-288.

Depcinski, M. N. C. (2013). Cruising for Culture: Mass Tourism and Cultural Heritage on Roatàn Island, Honduras (Doctoral Dissertation, University of South Florida).

Lang, A. (2014). Canadian Magazines and Their Spatial Contexts: Digital Possibilities and Practical Realities. International Journal of Canadian Studies, 48(1), 213-232.


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